There are many possible factors, like traffic. If you aren’t driving enough traffic, sales are bound to suffer. But lets look at another important factor in online sales: your product pages. These are the pages that describe and sell your product. The pages from which you hope to generate your sales.
If you are selling something online then you need to pay attention to the conversion rate of your sales page. The conversion rate can vary wildly and is totally unpredictable but even an one percent increase in conversion rate can make the difference between losing money or making profit.
Unfortunately, due to the enormous range of product types (and services), each with its own unique characteristics and customer requirements, there is no-one-size-fits-all, silver-bullet of a product page. But there are standard elements of all product pages that you should only eliminate with good reason.
Use the following as your product page checklist and vary according to your own unique product needs.
Headlines are an important step in getting the traffic to your post. The headline is what catches the visitor’s attention and draws them into visiting and reading the post. Headline starting with “How to…”, “Ways to…” “Top 10”, “Most popular” have a higher chance of catching the visitor’s attention. Some other headlines that can be just as effective for increasing conversion rates are:
- What you should know about…
- Here’s a Quick Way to….
- Little Known Ways to….
- The Secret of….
- Profitable tips for….
OptimizePress 2.0 you can build practically any type of webpage you need: a sales letter, different membership pages, opt-in pages, FAQs page, download page, webinar pages and more.
You can choose an existing layout and then change the text and add elements such as: arrows, blocks, buttons, dividers and even a countdown or an audio player.
If you are selling lots of product, and multiple products in the same area, that you include all elements of a product name (such as model numbers). Sometimes a small model number difference makes a big difference in the product. And make sure, especially if you are using product names as headlines, that you include descriptors that let people know just what it is. It’s also best practice to make sure you have the product name next to the offer and CTA (call to action), such your Buy Now button. So people are 100% sure what they are about to buy.
3. Product offer
What’s the price? What’s the discounted price? Are their other incentives to order, order now, order multiple items, etc? Doing the math on offers is often effective. Don’t just say the price is now X. Say it’s now 35% off, or now you can save $200.
In some cases, businesses also find showing the previous price with a strikeout and then showing the new lower price is effective. Amazon.com is very good at this. If there is a discount, they always show the List Price with a strikeout, their lower price under that (larger font size, in a different color), and they let you know in both a dollar amount and a percentage how much “You Save.”
This may be part of how you constructed your offer, but it’s worth double-checking. Make sure you have a strong CTA that tells customers what you want them to do. Research has shown that using a larger “Buy” button is one of the most proven ways of increasing the sales page conversion rate. This is why the “Belcher button” is the most used button for sales pages. The creator of this button Perry Belcher tested every design element of the button in over 10,000 transactions and was able to increase conversion rates by 35% to 320%.
5. Image of your product
People are visual. It’s reassuring for them to see a product before they buy and not seeing it can introduce some anxiety and anxiety is the enemy of sales. Ideally, show multiple product shorts with different angles showing different features, different uses etc. Services are naturally hard to picture, but try to find photos to support your services.
You should use images relevant to the products you are selling on your sales page (this way the customer does not get confused as to what they are purchasing). This will make your sales page look more professional and creditable. This will also create trust with your visitor and they will be more likely to purchase the product(s) you are trying to sell.
This is often the easiest for businesses. It’s simply a list, or long-form copy about, the features of the product. What are the components that make the product or service compelling. If we were selling a TV, the features would be the type of TV, screen size, resolution, built-in Wi-Fi, sound, etc.
7. Product details
Specifications can overlap with features, but they usually represent an extra level of detail down from the main features. You should provide a detailed description of the product including why it will be useful for the user and how it can solve a problem that the customer maybe having. The sales page should explain the product in a nice well written flow of text, so that after the visitor reads about the product, he is completely convinced that the product is just what he is looking for.
8. Product benefits
This is one of the most important elements of your product sales page that is often overlooked. Benefits answer the consumer’s “what’s in it for me?” or “why should I care” questions. Sometimes because business owners are so close to their products they assume when they list product features that people simultaneously know the product benefits.
Another way to think of benefits is to describe the pain they solve. For example, if you make service calls to people’s homes, saying you schedule in 15 minute windows is a great feature, but remind consumers of the benefit that you won’t waste your whole morning sitting at home wondering when you’ll get your service.
9. Guarantee / return policy
This overlaps with the Objections category above but it’s worth breaking out because it’s so important. Especially if you are a smaller business, not a top brand, or are relatively new online, you need to gain people’s trust. So having a strong and clear guarantee and/or return policy will go a long way to establishing trust and making sales.
This is another way to combat objections. Show testimonials from satisfied customers. Ideally, show them near where others will make their purchase decisions to help ease their fear, uncertainty and doubt. If you have a product rating mechanism, that’s great too, as long as you have enough ratings. Showing a product with 1 or 2 ratings may actually introduce more doubt.
Depending on the nature of your product, you may have full case studies, which function as fact-based testimonials typically for large business purchases. Awards can also help support your product sales if you’re lucky enough to have won one.
The font of your sales page is very important. Always use a font which is easy to read and fits your sales page design. Here are some example of good sales page fonts for you:
The size of the font should be between 12-14pt. This way the font size is neither too big nor too small to read comfortably.
12. Limited time offer
One of the most widely used limited offer tactic on a sales page is to mention the quantity you have left to sell for that product. This way you create the fear that you may run out and they will miss out on buying the item if they wait too long. This helps converting the customers who like to sit on the sideline. You can also offer limited discount coupons.
If you can include a few or all of these elements on your sales page, you are bound to see an increase in sales conversions. Don’t forget to share your thoughts in the comment area below.